How 2025 reset performance marketing—and what comes next

"AI-driven video ads delivered over 30% ROI gains: Pradeep Patteti, Co- Founder & CEO at Flutch"

Pradeep Patteti, Co-Founder & CEO at Flutch, said 2025 marked a clear inflection point for performance marketing, driven by the rise of creative-led targeting and AI- powered optimisation. "The shift to creative-led targeting meant platforms like Meta Advantage+ and Google Performance Max began using the ad itself to find the right audience, making strong ideas and storytelling central to performance," he noted. This recalibration also pushed marketers to move beyond topline growth and focus on profitability, with metrics like POAS aligning media spends more closely with real business outcomes.

Al further dismantled creative bottlenecks. Video-first tools enabled rapid experimentation at scale, reshaping cost structures and speed to market. Citing 2025 HubSpot data, Patteti pointed out that AI-driven video ads delivered over 30% ROI gains for a majority of marketers, while production costs fell sharply.

Looking ahead, Patteti believes performance marketing will become increasingly autonomous and product-led. "Most importantly, marketers are increasingly evolving into product-growth architects-building tools, not just ads, to earn customer trust and first-party data," he said.